1. Shahram shaykholeslam Case study Scottish Executive

2. Q1, In terms of consumer’s capacity for ‘information process’ what can we learn from this case? The progress of information is often referred to as the Information Processing Model, which can be mapped as:

3. The marketers try to classify the information according consumer’s needs , wants , culture and expectation and reveal those information are interesting to grab highest attention. In this case marketers did this job very excellent and found the best way to match the brand with target market with study and understanding the target market and designing the right products and information for their selective target market by making the brand more memorable by putting their brand in the consumers head professionally.

4. Briefly: By understanding the people They prepare and design information in order to grab consumer’s highest attention (by information classification and analysis, according selective target market) Need (actual need) Want Demand

5. Q2, What would you judge to be the value of the emotional component of approach and describe how it is employed? Scottish Executive established in 1999 from extant Scottish offices to develop country and use the all exist people potential in order to involve them to take part in this respect. By understanding of weakness and culture of consumers target market and choose the right approach to aspire people to contribute in any selective marketing activity they could design their own products, services, promotion, advertisement, information and etc. They play with consumer’s mind set and try to manage and conduct it .

6. By choosing a name of Scottish and a logo of Scotland flag that is very important to each person, stimulate the people patriotism emotion by means of combine with main concepts that are very important and salient for people such as health, safe, smart , union and so on , they made a strong brand that keep in the people long term memory to attract their involvement , contribution and grab their highest attention to market activities.